[imagesource:shopriteholdings]
Retail giant Checkers have launched a series of adverts in British and Australian Newspapers to try and remind South African ex-pats living in these countries of the ‘better life’ they are missing out on in South Africa.
According to News24, the adverts focus on ‘value offering’ as they compare South African prices against those found in the respective countries. This, according to Mike Middleton, chief marketing officer for Checkers.
“The advert shows exactly how much cheaper it is to buy products like Moët & Chandon, Coca-Cola, matured rump steak and laundry capsules at Checkers versus stores such as Coles, Aldi, and Woolworths in Australia.”
According to the UN Department of Economic and Social Affairs’ 2020 International Migrant Stock report, almost a million South Africans are living and working in the UK and Australia. Checkers are now targeting these ex-pats in a bid to remind them that the grass is not always greener on the other side.
Although the advert did compare the price of Moët & Chandon (R408 than Australia and R288 less than England), no price comparison was done for candles or flashlights. If Checkers were serious about their ‘life is better’ claim, they should at least include some South African essentials in their brag.
[source:news24]
